rural marketing
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RURAL MARKETING
PRESENTED BYSurabhi Agarwal &
Pawan Kumar Umrao
MBA 2nd Year(3rd Sem)
[2011 Batch]
INSTITUTE OF BUSINESS
MANAGEMENTCSJM University
Kanpur
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WHAT IS RURAL?B.N. Garudachar, general manager,
corporate communication and investor relations at Voltas, a Tata group company in air-conditioning and engineering services. “Rural areas are: low population numbers, low median income, poor infrastructure [roads, electricity, communications], and agrarian rather than industrial activity. Such rural areas are within the sphere of influence of neighboring cities and metros.
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83.30%16.60%
TOTAL NO OF VILLEGES
LESS THAN 2000
1 Village
POPULATION
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MEDIANLook at these numbers:
3, 13, 7, 5, 21, 23, 39, 23, 40, 23, 14, 12, 56, 23, 29
If we put those numbers in order we have:
3, 5, 7, 12, 13, 14, 21, 23, 23, 23, 23, 29, 39, 40, 56There are fifteen numbers. Our middle number will be the eighth number:
3, 5, 7, 12, 13, 14, 21, 23, 23, 23, 23, 29, 39, 40, 56
The median value of this set of numbers is 23.
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INFRASTRUCTURE
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OCCUPATION
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76.00%24.00%
DEPENDENCY OF RURAL POPULATION
Depends Upon
Cultivation or
Wages
LIVELYHOOD SOURCE
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RURAL MARKETING
RuralConsum
ers
Function
Effective Demand
manages all activities involved in
Assessing
Converting
Stimulating
Purchasing Power OfInto an
For a Particular
Product
Services
&
Moving to
Satisfactio
n
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TYPES OF RURAL MARKETING
URBAN
RURAL
URBAN
RURAL
RURAL
RURAL
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NATURE & CHARECTERSTICS OF RURAL MARKET
Shift towards rural markets are mainly because of saturation and competitiveness of urban market. Marketers do not want to neglect this huge untapped market.
COMPETETION
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DIVERSE NATURE
The rural markets are of diverse nature. There are people from diverse cultural, linguistic and religious background. No two markets are alike and it is dispersed across India.
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INCOME RATE
The country's per capita income, often used to measure a country's standard of living, increased by per cent during 2009-10 to Rs 46,492
2004-05 2008-09 2008-100
10000
20000
30000
40000
50000
16327
4060546492
Increasing Income Rate
Income in thousand per year
14.5
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1981 20010%
10%
20%
30%
40%
50%
60%
36%
59%
Increasing Literacy Rate
20100%
20%
40%
60%
80%
100%
60%
People Lies Below middle
Education bracket
LITERACY RATE
Rising literacy has generated a demand of life style products. Lot of youth move out of the village and visit surrounding cities. They come back and influence decision making.
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COMMUNICATION MEDIUM
Cable television has also contributed to an increase in life style. The reach has increased and marketers are in a position to promote their products much more easily.
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POTENTIAL OF RURAL MARKET
LARGE POPULATION
GROWTH IN MARKET
IMPACT OF GLOBALIZATION
INCREASING INCOME AND PURCHASING POWER
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POTENTIAL OF RURAL MARKET
ACCESSIBILITY OF MARKETS
CONSUMER BEHAVIOUR CHANGES
GREEN REVOLUTION
VARIOUS GOVERNMENT POLICIES
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POTENTIAL OF RURAL MARKET
BETTER CREDIT FACILITIES THROUGH BANKS
GREEN CARD / CREDIT CARD FOR FARMERS
MEDIA
POLITICAL & SOCIAL CHANGES THROUGH FAVOURABLE GOVERNMENT POLICIES
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REFERENCEhttp://zenithresearch.org.in www.ddegjust.ac.in
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